Those new to search engine optimization often think the aim of the exercise is to somehow get to get the better of the search engines - when, in fact, the opposite is true. The search engines depend on websites for their business. They want to index websites that have content that matches the keywords of searchers. They want to develop a relationship with your website. But like any relationship, it has to be built - not imposed. Try this analogy.

You have worked at the same organization for fifteen years. You have the measure of all of your colleagues. You know the workers and shirkers. Those who do just as much work as is necessary and those who will go the extra mile. Those who report every word back to the boss and those who can keep a confidence. You know the ones you can trust and those you cannot. However, you didn't know that on day one, it has taken time - and experience - for you to draw these conclusions. And you have your colleagues listed in a kind of league table. At number one is the one you trust and respect most. At the bottom is the person who would be your last choice to trust with getting a job done properly.

Then a new employee joins the organization. His name is Dave. He seems to think the same way as you. Says the right things. Shares your opinions on how things should be done. You are impressed - but does he enter your league at number one? He does not. For a start, he is a newcomer. Can you take what he says at face value? Is what he says true? Is that really his true opinion, or is he simply saying what you want to hear - and saying the opposite to impress others? Is he with the organization for the long haul, or will he just move on as soon as something else comes up? Does anyone you trust have any information on him to back up him claims? Sure, over the next fifteen years he may edge his way to number one on your chart - but you are going to take some time to form your opinion.

If you hadn't worked it out already, you are the search engine - and Dave is the new website.

Like you with Dave, the search engine does not automatically trust the new website. It likes to check up on the validity of the content. It might even wait a few months before listing the site - just to make sure it is what it claims to be. It will check to see if any trusted sites link in to the site. And that is why some websites sit at number one in the search engine results pages. Yes, they are optimized correctly - but they have the history. The search engine is confident that the site is what it says it is. The search engine trusts it. The searchers trust it. Your website won't gain that trust overnight - so be patient. SEO is all about the long haul - it's about developing a relationship.